Being a tween, that is, being 8-to-12 years old, isn’t easy—it’s the twilight of childhood where you find yourself set on a path toward self-identity and independence, a time when kids start making more choices for themselves, casting the mold of their future, adult self.

That transitionary period means that tweens have outgrown “little kids stuff,” but aren’t yet ready for products made for teens or adults, a dilemma that Target chose to address with their first-ever cross-category brand aimed at tween girls called More Than Magic, inviting design agency COLLINS to develop and launch the new 500-item brand.